Bybit is repositioning itself beyond crypto trading as exchanges increasingly add traditional financial products, payments and wealth services to compete for a broader share of users’ financial activity.
The era of the ‘pure crypto exchange’ is ending as customers increasingly seek access to stocks, gold, foreign exchange, and other financial products alongside digital assets, Bybit Co-Founder and CEO, Ben Zhou, has said.
“The people who trade crypto also want stocks, gold, forex, indices, and derivatives,” said Zhou.
“They want to pay, save, and grow their wealth in the same place.”
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The comments accompanied the launch of Bybit’s ‘Make Your Move’ global campaign, which marks the exchange’s repositioning as a broader financial platform rather than a venue focused primarily on cryptocurrencies.
Bybit said its platform now spans crypto, stocks, gold, forex, indices and derivatives, alongside payments, spending, wealth and institutional services. The company said it has
more than 80 million registered users
across 181 countries and regions, with
more than 442 spot assets and
235 traditional-market instruments
available through its TradFi and real-world-asset offerings.
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The expansion also reflects a broader shift among major crypto platforms. Coinbase has been pursuing an ‘Everything Exchange’ strategy that includes stocks and prediction markets while Bybit has expanded into traditional-market derivatives and recently introduced perpetual contracts tied to major currency pairs.
“The next generation of financial platforms won’t be built around a single asset class,” Zhou said.
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At the same time, some older crypto-native exchanges are retreating.
BitMEX ended trading after more than 11 years while CoinEx has announced plans to wind down, citing declining trading volumes and rising compliance costs.
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Bybit said its latest strategy is aimed at connecting trading, investing, payments, and wealth-building within a single platform. Its services include Bybit Pay, Bybit Card, P2P trading and Earn, while its AI service connects users to more than 600 platform services, according to the company.
The shift marks a significant change in the competitive landscape where crypto exchanges are increasingly competing, not just for crypto trading volume, but for a larger share of the financial relationship with their users.
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